Is it game on for Google?

Google is rumored to have entered the in-game advertising market with the purchase of an in-game advertising startup.

Several sources, including Techcrunch and e-Consultancy, are reporting that Google has purchased Adscape Media for $23 million. Adscape, an in-game advertising company, is the developer of AdverPlay which offers measurable and controllable in-game advertising opportunities.

It has been known for some time that gamers are not averse to in-game advertising. Many think it adds to the realism of the virtual environment. More and more advertisers are looking to in-game advertising and now Google is, literally, in on the game.

Compared to the $200 million Microsoft paid for New York-based Massive, back in 2005, Google seem to have got a bargain, although it may be some time before momentum gathers for this relatively new advertising market.

Google has already procured SketchUp, provider of 3-D modeling software, and has been rumored to be building a virtual world to rival Second Life. Is there something big on the virtual horizon?